Vegan frozen food brand Strong Roots has appointed Emma Curtis as the managing director to lead the brand’s next phase of growth.

Curtis has experience working with top consumer brands, including Mondelez and BEAR.

She has held multiple roles within the business spanning across strategy, business development and sustainability, most recently serving as VP of global strategy, business development & CSR.

Curtis succeeds Charlotte Turton, who oversaw the company following its acquisition by McCain Foods in 2021 to help establish the business as an independent unit within the wider organisation.

Turton will now step into a senior marketing leadership role at the McCain company.

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This appointment aims to strengthen the brand’s executive leadership team as it works towards the next phase of expansion after a decade of operations.

Curtis said: “Strong Roots has never been more relevant than it is today. Today, Strong Roots combines its challenger mindset with McCain’s global scale and capabilities, creating a strong platform for continued growth. 

“We’ve spent the last decade heroing the veg, long before conversations around fibre, ingredient transparency and healthier eating became mainstream. Today, consumers are actively seeking the things we’ve believed in from the start.

“At its heart, Strong Roots has always been led by a committed group of people who refused to accept that the freezer aisle had reached its full potential.”

The frozen food brand has a goal of creating new products which meet the rising consumer demand for sustainable and plant-based meals.